Rieker
British Knights - season premiere Advertising
15.08.2017 3690

British Knights - season premiere

SOHO Fashion introduces a new brand in its portfolio of brands - British Knights. The British Knights brand was launched in the United States in 1983 by Jack Schwartz Shoes Inc. It is noteworthy that the VK brand was created under the influence of the management of Foot Locker, the iconic American chain of sportswear and footwear stores. Foot Locker felt the need to introduce a brand to its range to counterbalance Nike, whose products accounted for a significant portion of its sales. For the youth target audience, the creative team of the brand has developed a name consonant with the familiar “Nike”, which evoked positive associations.

The very first collection of British Knights sneakers was a hit, because in the environment of functional sports shoes there were not enough models following current fashion trends. Marketers of the company sensitively recognized their audience in the city rebels of 15-24 for years and from the moment they entered the market began to work directly for it, releasing models with a catchy design.

In 1991, the British Knights introduced their first patented technology - Dymacel, embodied in a diamond-shaped silicone insert integrated into a special “window” in the sole of the shoe. This element allowed to create an effective depreciation system when walking.

The brand’s popularity among young people was also facilitated by the collaboration of the brand with well-known hip-hop artists. A powerful marketing breakthrough was the signing of a contract with the musician with MC Hammer, the owner of a huge army of fans.

In 1991, British Knights signed a Dymacel promotion contract with professional athlete Derrick Coleman of New Jersey Nets, a leading player in the US basketball ranking. The athlete wore British Knights shoes during all games, on TV shows and photo shoots. And basketball fans swept sneakers from the shelves, similar to those that were on the athlete. However, since the end of the 90's, the company has been plagued by failures caused by high competition in the professional sports shoe segment. At the beginning of the 2000's, the BK leadership made several attempts to revive the brand’s celebrity, but the collections did not meet the requirements of the time.

Then the brand owners headed for rebranding and contacted Scooter Brown, the head of several US hip-hop labels. He, having seen great potential in the project, enlisted the support of designer Darren Romanelli, and in 2014, BK released a new collection. Keeping the best of the brand’s legacy and experience, the creative team has made shoes more modern. This is reflected in the optimal combination of model functionality and fresh design that meets the aesthetics of street fashion.

The new BK strategy is aimed at active youth who strive for self-expression through their appearance. BK sneakers and sneakers are shoes for a busy life in the metropolis, for those who are ready to constantly have fun 24 hours a day. Improved models with an original design distinguish the brand from many competitors and make the brand a favorite among all who have not more than 20 in their hearts.

We invite you to visit the SOHO Fashion showroom in Moscow, on ul. Friedrich Engels, 75 / 11, to appreciate the collection of the renewed British Knights brand.

SOHO Fashion presents a new brand in its brand portfolio - British Knights.
3.35
5
1
2
Please rate the article

Materials on the topic

Online meetings with Brazilian shoe manufacturers

From June 21 to July 2, 2021, online B2B meetings with the largest shoe factories in Brazil will be held in Russia and the CIS countries. The meetings are aimed at establishing business contacts between Brazilian shoe manufacturers and partners from Russia and ...
25.05.2021 1751

A new Russian brand of women's shoes Razumno entered the market

Qualitative simplicity is one of the main values ​​of the new Razumno brand and its founder Alena Lozovskaya, daughter of a shoemaker (Mikhail Lozovsky) and sister of a tailor, as she positions herself on Instagram. The presentation of the brand's collection took place ...
19.05.2021 1302

Analpa is preparing a surprise for buyers at Euro Shoes

After a break, Analpa will again take part in the Euro Shoes premiere collection, which will be held on March 1-4 at the Main Stage.
16.02.2021 2903

Caprice: the future after the crisis

2020 is already history. The new year is likely to bring new challenges to the shoe industry. And footwear manufacturer CAPRICE from Germany's Pirmasens is well prepared for this. In an interview, Caprice Managing Director Jürgen Kölsch explains ...
16.03.2021 2663

Fashionable, comfortable, environmentally friendly. All about the brand MARCO TOZZI

The new MARCO TOZZI autumn-winter 2021/22 collection compares favorably with the previous ones with an even higher level of quality of the materials used and a more global renewal of the assortment. Laconic fittings combined with the "right" combination ...
17.03.2021 3857
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning